Enigma Strategy & Branding took up the challenge to create an original posters campaign for the largest shopping mall in Western Switzerland.
Balexert, the largest shopping mall in Western Switzerland, organizes each year numerous activities of various kinds that meet different goals. Our challenge was to create posters that similar to what is done in large European cities and immediately recognizable by their original design, so that the population would be attracted to visit the mall.
A bold concept
A bold concept was created, based on “collateral damage” caused by a sweet, extraordinary or funny situation. The goal was to tell a story—how objects or people impact their environment. The tone would always be slightly off-the-wall.
Stylish and elegant posters
The story is told with one or many objects or people placed against a subtle gradient background.
As we did for the , the posters express Balexert’s upward positioning toward an upscale brand. We preferred to conduct photo shoots rather than use image databases, so as to show high-quality photographs that had not been previously seen. The off-the-wall tone and the carefully chosen slogans sum up the spirit of the campaign.